Andrea Aker, CEO of Aker Ink PR & Marketing, details common marketing mistakes made by startups and provides strategies to optimize marketing efforts. Often running with limited resources, startups need to employ creative strategies to grow. However, to fully realize their potential, a structured marketing program with skilled professionals is essential.
One key area of focus is brand messaging, which should be consistent to align internal teams and boost brand recognition. Critical components of brand messaging include a value proposition, brand positioning statement, competitive differentiators, product/service benefits, and an elevator pitch. Third-party consultants or agencies can often guide this process due to their expertise and objectivity.
A website is another crucial marketing investment for startups. Acting as a 24/7 storefront for lead generation, sales, and brand awareness, it should be considered an essential investment rather than an expenditure. The website should reflect the ingenuity and professionalism of the company, with the brand message relayed in a way that is appealing to search engines. It should also cater to customer behaviors through lead capture functionality and user flow.